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ContentsIntroduction: a practical guide for marketers 1The marketing dictionary 5Appendix 1 US English, Queen’s English 421Appendix 2 Marketing-related business and other terms 427Appendix 3 Marketing-related technology terms 433Appendix 4 Print and production terms – still in use but going 437 out of style v

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INTRODUCTION Introduction: a practical guide for marketers The only duty a writer has is to defend the language. If language is corrupted, thought is corrupted. W H AudenYou will find this Dictionary very practical, with text designed as a guide on a day-to-day level. It can help you in two ways. First, it uses language that peopleactually speak, and helps to make clearer much of the jargon used in marketing.Two examples: you read in a marketing magazine about FMCG; but the author,assuming that everybody knows what this means, fails to explain it. The Dictionarycomes to your aid. In a marketing textbook, you come across a term that the authoruses and discusses, but which you still cannot fully appreciate. The Dictionary mayhelp to resolve this. Second, on an even more pragmatic level, it explains marketing practices andprocedures. You may, for example, be interested in how the monitoring of Website hits is carried out. The Dictionary comes to the rescue by explaining ABC//electronic monitoring. Or, you may be undecided whether to use litho or flexo-graphy for a catalogue or brochure. The Dictionary helps you to make up yourmind, and to understand what your printer is saying.Value for time and effortIn an ordinary dictionary, you usually find little but definitions. Here, you find amore encyclopedic approach, and good value for your time and effort. TheDictionary includes clear explanations, observation and comment, plus guidelinesand advice based on practical experience. For example:Video News Release Broadcast communications, Editorial, Public relationsA corporate or product news item, prepared and edited before submission totelevision stations; popularly referred to as VNR. Current wisdom on VNRs is that,on a busy news day a VNR can get an item on air mainly because it is already inthe can; that is, complete and ready for transmission. However, mere submissionof a VNR will not guarantee airtime. . . 1

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INTRODUCTIONReferences and associationsIn addition to marketing concepts, tools and techniques, the Dictionary aboundswith appropriate references, associations and cross-references. These are designedto help you extend and amplify your knowledge and understanding of marketingpractice. Associations include: Advertising; Artwork; Brand management;Business; Campaigns; Communications; Composition; Consumer behaviour;Controls and legislation; Copywriting; Corporate; Creative; Desktop publishing;Distribution; E-commerce; Economics; Editorial; E-marketing; Graphics; Inform-ation technology; Internet; Media; Merchandising; Organizations; Packaging;Paper; Photography; Planning; Print; Public relations; Publishing; Radio;Retailing; Sales; Television; Typography; Video; Web sites; Word-processing.Associations and connotationsEach entry heading is shown in bold, followed by associations and connotationsin italics. Associations are the contexts in which the term or concept is used orassociated. This does not signify that each association is exclusive to that entry.For example:Deadline Advertising, Public relations, PublishingThe date or time planned and set for the completion of a job, or for the submissionof copy to a newspaper, magazine or printer.(This indicates that a deadline procedure is in common use in advertising, PR andpublishing. However, it is not exclusive to these activities. It is also used in projectmanagement, building, and a wide range of business and professional work.)Spike Editorial, Newsroom practice, Press media, Public relations, PublishingUsed as a verb, this means to kill a story with no possibility of reinstatement. Theterm comes from pre-computer times, when editors used a piece of desk-furniture,a spike, to collect non-viable stories for disposal. . .(The term is used in press media newsrooms, by editors and journalists, thoughnot normally in public relations practice. However, PR executives need to be awareof what could happen to their news stories if they are inappropriate to the mediato which they are sent.)Technical guidelinesMany entries are accompanied by guidelines on how techniques are used. Oftenthere will be more than one definition for the same term. For example:2

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INTRODUCTIONFiller Desktop publishing, Editorial, Print, PublishingA piece of copy or an illustration inserted on a page to fill up a column; an editorialtechnique used before the days of DTP and computerized typesetting. Today, aneditor can often juggle page elements on the screen so that fillers are unnecessary.However, a filler often makes a page easier on the eye than it would be with astrictly clinical layout. To enjoy some really delightful fillers, read the New Yorker.Filler Paper, Paper-makingA material, usually a white mineral substance such as china clay, titanium dioxideor calcium carbonate. When added to the material from which the paper is made,it increases its opacity, improves its flatness, and imparts a smoother surface tothe finished product.Body copy in boldIn many entries, the text is interspersed with words in bold. This is meant tohighlight them and call them to your attention. They do not indicate cross-references.Essential repetitionSome definitions appear in more than one place, sometimes repeating the samecopy. This is deliberate, because it allows explanations to be presented completeand self-contained.Spelling and languageAlthough this Dictionary is meant for international consumption, it has beenwritten and produced in the UK. It follows that the spellings used are those foundin Queen’s English. Some spellings may differ from spelling conventions used inUS English. This is because Americans, perhaps wisely, have deliberately simpli-fied their language; whereas the British have not, despite encroachments fromHollywood. You will, of course, find the usual differences: colour for color,analyse for analyze, and so on. All language used here is Queen’s English, whichis used by much of the English-speaking world, including Commonwealthcountries. Appendix 1 lists over 200 differences between Queen’s English and USEnglish.Errors and omissionsAny lapsus calami or error of fact and procedure is mine. It would be unfair, andignoble, to blame anyone else. On the other hand, if you find errors or omissions, 3

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INTRODUCTIONdon’t just sit there and fume. Contact me via the publisher, and suggest correctionsand additions. Since marketing and its technology are in constant change, thereare bound also to be changes to the Dictionary over time. In return, I willacknowledge all contributions used in the next edition. You may then join gurusDavid Ogilvy, Martyn P Davis and Rosser Reeves, whose thought I admire andhave mentioned several times in these pages.Intellectual honestyMarketing transcends questions of gender, age and creed. In most normal marketeconomies, half of the market is male, half female. It is a poor marketer who eitherwastefully amalgamates the two, or throws away half her market, in the name ofpolitical correctness. It is an even poorer marketer who will allow himself to bebullied by pressure groups pushing political correctness. Unelected and unap-pointed, except by themselves, pressure groups have no mandate for controllingindividual, private or public behaviour or thought. However, they do have a covertagenda for securing and enhancing their own political power. Stalin probably hada word for it. Throughout this book, for the sake of brevity, simplicity and style, ‘he’ is usedto include ‘she’, and vice versa. Man, so to speak, embraces woman. Besides, he/she, h-she, s-he and similar idiocies are not Queen’s English. What is more, theylook gauche on the page and offend a reader’s intellect. In the words of my bank,in its terms and conditions, ‘Words importing a gender shall include all genders’.Can one be more intellectually honest than that?4

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AaA Communications, Information technologyA character used in many computer operating systems, denoting a disk drive inthe system. Where a computer has several disk drives, alphabetical characters areused to differentiate them. The floppy disk is usually given A:; a second floppydisk, B:; the hard disk, C:; and any others, from D: onwards. Copy, graphics, dataand other material are rendered portable by the use of floppy and Zip disks.Sending copy to a printer, for example, may be carried out in this way; ordownloaded via a telephone line.AA Advertising organizationsA common abbreviation for the Advertising Association in the United Kingdom.AAA Advertising organizationsThe American Advertising Association.AAAA Advertising organizationsThe American Association of Advertising Agencies. Web site:www.commercepark.com/AAAA/index.html.ABC Media research and planningInitials used by newspaper and magazine publishers to indicate that their circu-lations have been independently audited by the Audit Bureau of Circulations.This does not refer to audits of newspaper of magazine readership, which isentirely different.See Audit Bureau of Circulations.A, B, C1, C2, D, E Planning and researchSocial grade classification of target audiences, used by marketing planners. Thisis a simple and practical system for differentiating target groups. It is pragmatic,in the marketing sense, not the political. Social grades used in UK marketing communications:Grade Members Approx % of UK populationA Upper middle class Top businessmen; other 2.7% leaders; key opinion-formersB Middle class Senior executives; managers 15.2% 5

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ACCELERATORBelow the line:advertising giftsbody media (T-shirts, hats etc)direct mailexhibitionsmini mediapackagingpoint-of-sale materialprintpublic relationsretail display and merchandisingsales promotionsponsorshipAbrasion resistance Paper, PrintThe resistance of a printing ink to removal by rubbing and scratching.Absolute placement Desktop publishingThe exact position on a page where a line of copy is to start; the position the cornerof a graphic element is to be anchored to.See Origin.Absorbency Paper, PrintThe extent to which a paper will take up and hold a liquid. This is important inlitho printing, in which both water and oil-based inks are used.Absorption PrintThe first stage of drying of an ink when printed on porous material.Absorption Marketing planningThe allocation of the costs of marketing a product or service, so that they areabsorbed in the final calculation. These include fixed costs, such as rent andbusiness tax, and variable costs such as raw materials and delivery.Absorption pricing Marketing planningThe calculation of all costs to be taken into account when marketing a product,in order to determine a viable price for it. The technique used covers the entirecost of marketing a product or service, so that the selling price also covers every-thing.Accelerator MarketingA situation in the marketing of consumer products. A small change in the demandfor a product can lead to a big change in the demand for the systems and machineryfor producing it. This in turn can lead to changes in the retail price of the product. 7

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ACCESSAccess Information technologyTo find or go to an area of computer memory or auxiliary storage for storing orretrieving information. When you have retrieved an application program or filefrom a disk, you are said to have accessed it.Accordion fold PrintAlso called a concertina fold. A leaflet folded like the bellows of a piano accordion.All sides are available for printing. Sometimes lack of copy, or of imagination,results in the reverse side remaining unprinted. This may be deliberate when theintention is to have the recipient pull out the concertina into a single sheet.Account Advertising, PR and marketing agency administrationAnother name for a client organization whose advertising, PR or marketingbusiness is being handled by its agency. Also applied to a department of a clientorganization that supplies the business on which the agency produces campaigns.In sales administration, this is the term used for an invoice.Account executive Advertising, PR and marketing agency personnelAn executive responsible for the day-to-day management of a client’s businesswithin an agency. This person ‘handles the account’; in other words looks afterthe client’s day-to-day business within the agency. In actual practice, the accountexecutive is also responsible for bringing in the business, and ensuring that theclient remains loyal to the agency. The account executive represents the agency tothe client and, ideally, the client to the agency. At its most basic, this position is akin to a ballboy on a tennis court. At its mostsophisticated, businesslike and practical, a person responsible for the planning,organization supervision, implementation and analysis of clients’ campaigns. Thisexecutive, however, is expected to sell the agency’s services, as well as provideadvice and expertise. Sometimes called an account manager.Account group Advertising, PR and marketing agency administrationA division of an agency, often under a board director, responsible for handling anumber of accounts. Sometimes a group is set up as a profit centre within theagency.Accreditation BusinessWhen a company is appointed to act on behalf of a client organization as its agent,it is said to be accredited. Advertising agencies, by contrast, are actually principalsin contracts undertaken for clients, and therefore are not agents in the usuallyaccepted and legal sense.Acetate Artwork, ProductionTransparent plastic sheeting used for underlays in the creation of artwork. Also usedfor the protection of layouts and finished artwork. The acetate overlay enables youto examine the artwork underneath without accidentally putting beery thumb-marks8

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ACRONYMon it. It also discourages clients from making amendments to the artwork itself inmarker or ballpoint pen. Artwork, after all, is expensive to produce.Achromatic lens PhotographyA lens design using different elements to bring different colours of the spectrumto a common focus. Chromatic aberration is the inability of a lens to bring allthe colour components of light to a single point of focus. White light can be splitinto seven main colour components in a spectrum. As each component enters alens, it is refracted – bent – to a different degree. The red constituent comes tofocus at the rear of a film plane, the blue closest to the lens; green falls roughlybetween the two. In an exposure, a single lens may produce colour fringes,particularly around highlights. By using an achromatic lens, different colours arebrought into focus at the film plane. An achromatic lens doublet comprises twotypes of glass, each with a different refractive index – the ability to bend light. Atwo-element achromatic lens brings only two colours to the same focal point,usually blue and green. The third colour, red, is already correctly focused.Acid-free Paper, PrintPaper that does not contain free acid. During manufacture, precautions are takento eliminate active acid in the furnish. This helps to increase the life of the finishedpaper.See Furnish.Acknowledgement Business administrationThe written or spoken expression of thanks to an individual or organization, forthe use of their material. Acknowledgements are used in advertising and publicrelations material where attribution is required.ACORN Marketing planning, Marketing researchAcronym for A Classification Of Residential Neighbourhoods. A researchsystem that classifies people according to where they live. Some years ago, itdawned on a certain bright research team that the places people choose to live aredirectly related to their spending power. Of course, the fact had been staringeverybody in the face for centuries, but these particularly fertile and disciplinedminds saw its commercial potential. ACORN is now an indispensable part ofmarketing planning and practice.Acrobat Information technology, Marketing communications, PrintA commercial software program for viewing and editing portable documentformats (PDFs). The Acrobat distiller is the program within Acrobat used forgenerating PDFs from PostScript files; the Acrobat reader is the program usedfor viewing PDFs.Acronym Business, Language, Marketing, PromotionThe initials of a group of words put together to form a separate, identifying word.Acronyms are differentiated from initials, in that they are capable of being 9

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ACROSS THE NETWORKpronounced like a word. NATO, for example, is formed from North AmericanTreaty Organization. Certain familiar logos may also qualify as acronyms. A goodexample is 3M, formed from the words Minnesota Mining and ManufacturingCorporation; it is used in all the company’s marketing communications.Across the network MediaIn media scheduling, specifying that an advertiser’s commercials shall be trans-mitted simultaneously throughout a named network.Activity sampling Marketing research, ResearchIn attempting to evaluate a particular activity in a specified target audience, theaudience is observed using a range of discontinuous tests. The tests enable theresearcher to estimate and quantify the incidence of the activity.Adaptation Art directionA press advertisement or piece of print in one size or shape when modified toanother size or shape. This is usually referred to as an adapt. Adaptation of thecreative concept for a press advertisement is routinely made for other media, suchas posters and point-of-sale material.Ad-click Advertising, InternetA term denoting that an advertisement on a Web site has been clicked by a visitingInternet surfer. Clicks are counted and totalled, giving some quantitative value tothe advertisement and, by implication, to the Web site.Ad Council Advertising organizationsThe common abbreviation for The Advertising Council of the USA. A privatecorporation conducting public service advertising campaigns.Added value Business, MarketingAugmenting and increasing the value of a product, service or business activity, byadding services and features to the actual product, and promoting them with theproduct. Guarantees, warranties, free delivery and support services are goodcurrent examples of this. In manufacturing, value can be added to materials byprocessing and handling. Envelopes, diaries, keyrings and pens can be overprintedwith company logos and campaign slogans. Lumps of iron can be turned intoswords, and timber into furniture, by expert labour and a good deal of sweat.Address Information technologyA location in computer memory or auxiliary storage.Address line Advertising, CreativeThat part of an advertisement, brochure, leaflet, Web site or other promotionalmaterial containing the address of the advertiser. This is usually, but not always,10

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ADOBE PHOTOSHOPthe address to which a coupon or reply card should be returned. Be careful tospecify which is which. In a coupon or reply card, another valid address line isthe one filled in by the enquirer when requesting information or ordering a product.Do not confuse the two, or you may confuse the recipient.Ad hoc Advertising, Business, MarketingAn over-used, and sometimes misused, Latin phrase, taken to mean a ‘one-off’.Its real meaning is ‘for this particular purpose’, or ‘special’. In marketing andadvertising, an ad hoc campaign is one created and run as a one-off or short-termeffort; to respond to a competitive attack, for example, or a temporary downturnin a market.Ad hoc survey ResearchA one-off research survey on a specific topic.Admark Advertising, Controls, Web sitesAn opt-in scheme in the UK, allowing member advertisers and publishers topromote their support for legal, decent, honest and truthful advertising. This isdone by displaying the Admark icon on their paid-for advertisements, and byproviding information about the scheme on their Web sites. The growth of the Internet, and consequent emergence of online advertising,has led to the need for a ‘safe harbour’ scheme that tells consumers who haspledged to follow advertising’s rules. The Admark scheme is the result. Admark was developed by the Committee of Advertising Practice (CAP), theUK industry body that writes and enforces the British Codes of Advertising andSales Promotion (the Codes). It has been welcomed by the Advertising StandardsAuthority, the independent body that administers the Codes.Administered prices MarketingAnother word for retail price maintenance. It refers to the fixing of prices withinan industry, designed to eliminate price differences at the point of sale. In theUK, RPM was prohibited in 1963; however, certain products still display thischaracteristic.Adobe Illustrator Information technology, Marketing communications, Studio workCommercial vector image creation and editing software. This is one of the manygraphical applications collectively termed ‘drawing’ programs.Adobe PhotoShop Information technology, Marketing communications, Studio workCommercial software for raster image creation, editing and format translation. Thisis one of the many graphical applications collectively termed ‘painting’ programs.Painting applications work by manipulating the values of pixels. 11

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ADOPTION OF INNOVATIONAdoption of innovation MarketingConsumers taking up a new product or service fall into three main categories. Inmarketing jargon, innovators are those who try or buy on or near launch day. Thenext group of consumers to do this are termed early adopters, followed chrono-logically by early and late majority buyers. Last to adopt the innovation are usuallycalled laggards, though this does not demean their value as customers.Adshel Outdoor advertisingA roadside poster illuminated from within a transparent or translucent shell.Usually sited in high streets, shopping precincts and other busy locations.Popularly used at main road passenger bus shelters, rail and bus stations. Adshelis also the poster contractor’s trade name.ADSL Internet communicationsInitials for Asymmetric Digital Subscriber Line. A system for super-fast accessfor home Net users. It allows access at between 10 and 40 times normal speedsusing a standard telephone line. It is usually described as ‘always on’.See ISDN.Advance Authorship, PublishingMoney paid to a writer or artist in advance of publication of their work. This sumis offset against any royalties that the work may produce.Advert Advertising terminologyA corrupt form of the word advertisement, used by amateurs; professionals useeither ‘ad’ or ‘advertisement’.Advertisement AdvertisingA paid-for promotional announcement. This applies both to press and broadcastmedia; though, strangely, not to printed literature or direct mail. It is graduallybeing adopted universally to advertising on the Internet; initially, banners were theonly form of advertising to quality for the term.Advertisement department Advertising, PublishingIn newspaper, magazine and poster publishing, and broadcast media, this is thedepartment dedicated to the promoting and selling of advertising space and airtime.Advertisement manager Advertising, PublishingA senior executive managing an advertisement department, responsible to anadvertisement director. This is usually a sales manager, who not only controls thesales staff of the department but is also an experienced salesperson. Often, theadvertisement manager also commissions advertising and other material pro-moting his publication, poster sites, radio or TV station as an advertising medium.Do not confuse this term with advertising manager, who is an entirely differentanimal and works within an advertiser’s organization.12

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ADVERTISING AGENCYAdvertisement rate card MediaA tariff booklet, leaflet or card showing the costs of advertisement space or airtime.The card also usually contains terms of business, and mechanical productiondetails.Advertisement wrap Advertising, Outdoor advertisingAdvertisements placed on windows of vehicles and buildings, so that the imageappears on the outer side while remaining see-though from the inside. Vehicle wrapincludes images on taxis, buses, trams and trains; building wrap, images onbuildings, roadside shelters and so on. The first full wrap building project was onfour sides of the Panasonic building in Paris in 1998. Several different designshave now been wrapped on this building.Advertising Marketing communications techniquesMany people have attempted to define and describe this difficult subject. Theanswer depends on who you are, and also what your investment is. Here are a fewconcepts to be going on with:n For advertisers, it is presenting the most persuasive message to the right prospective customers for the product or service, at the lowest possible cost. This is the official IPA definition.n For marketers, it is an economical communication system, aimed at achieving fast payoff of marketing investment.n For agency account management, it is a means of reaching and influencing a chosen group of people quickly and cost-effectively.n For academics, it is a specialized form of communication used in marketing, to influence choice and buying decisions.n For creatives, it is a highly skilled creative trade, demanding imagination and creative flair of an extremely high order.n For everybody else: it is paid-for, non-personal, promotional communications through mass media.If you have a single definition that describes advertising to perfection, dear reader,please send it, care of the publisher of this book. You will get proper credit for itin the next edition; possibly achieve a degree of immortality as well.See Public relations.Advertising agency Advertising businessA specialist business dedicated to researching, planning, producing and placingadvertising campaigns and material for its clients. The original advertising agentswere freelance representatives selling advertising space for newspapers in the 19thcentury. Demand by advertisers for extra services, such as design and copywriting,compelled the agents to supply them. Since nobody can serve two opposingmasters, agents’ loyalties shifted from publisher to advertiser. Today, advertisingagencies serve their clients as independent specialists; they are not ‘agents’ in thelegal sense, but principals. Agency services include: 13

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ADVERTISING APPROPRIATIONn copywriting for press, print and broadcast media;n design;n direct marketing services and activities;n exhibition design, booking and implementation;n marketing planning and services;n media planning and buying;n photography;n print;n production;n researching and planning advertising campaigns;n sales promotion;n Web site creation.Some agencies concentrate on single specialist activities, such as creative services.See À la carte agency.Advertising appropriation Advertising planningAn allocation of money for advertising activities. Advertising departments canusually work this out for themselves, but most substantial advertisers haveagencies to do it for them. An appropriation may cover part of an advertisingcampaign, such as expenditure on press or television, or the whole of it includingprint and direct mail.Advertising Association Advertising representative organizationsThe Association, formed in 1926, is a federation of 26 trade associations, repre-senting advertisers, agencies, the media and support services. It speaks for all sidesof an industry with an annual worth of over £14 billion*. Its constituent bodiesinclude:AMCO Association of Media & Communications SpecialistsBMRA British Market Research AssociationBPIF British Printing Industries FederationCAA Cinema Advertising AssociationCAM Communication Advertising & Marketing Education FoundationCRCA Commercial Radio Companies AssociationDMA Direct Marketing Association (UK) LtdDPA Directory & Database Publishers AssociationDSA Direct Selling AssociationIAA International Advertising Association – UK ChapterIPA Institute of Practitioners in AdvertisingISBA Incorporated Society of British Advertisers *At 1 January 200014

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ADVERTISING ASSOCIATIONISP Institute of Sales PromotionITV ITV Network LtdMOTA Mail Order Traders’ AssociationMRS Market Research SocietyMS Marketing SocietyNPA Newspaper Publishers Association LtdNS Newspaper SocietyOAA Outdoor Advertising Association of Great Britain LtdPAGB Proprietary Association of Great BritainPPA Periodical Publishers AssociationPRCA Public Relations Consultants AssociationRM Royal MailSCBG Satellite and Cable Broadcasters’ GroupSNPA Scottish Newspaper Publishers AssociationOther member organizations:BSkyBBT – Yellow PagesChannel Four TelevisionGMTVThe Association is a non-profit-making company, limited by guarantee. It is fundedby a combination of subscriptions, donations and revenue-raising activities suchas seminars and publications. Its remit is ‘to promote and protect the rights,responsibilities and role of advertising’ in the UK. It is also committed to uphold-ing the freedom to advertise in the UK. This is in line with Article 10 of the EuropeanConvention of Human Rights, which recognizes commercial freedom of speechas a right, together with political and artistic freedoms of speech. The organization exists to provide a coordinated service in the interests of itswider membership; that is, the individual companies that make up this large,diverse and competitive business. It is also concerned with the mutual interests ofthe business as a whole. It operates in a complementary way with the vestedinterests of its members who have specific roles for their individual sectors. The Association speaks as ‘the common voice’ on:n promoting public understanding of, and respect for, commercial communic- ation and its role in promoting competition, innovation and economic and social progress in society;n upholding standards and the principle of self-regulation;n providing information, research and statistics about the advertising business;n combating unjustified restrictions and outright bans on commercial communic- ation for freely and legally available products or services.The Association operates a number of departments and activities, including: 15

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ADVERTISING CAMPAIGNn communications;n food advertising unit;n information centre;n self-regulation;n seminars;n statistical and other publications;n statistical services;n Web site, www.adassoc.org.uk.Advertising campaign AdvertisingThe planning, creation, administration and implementation of specific advertisingactivities for the fulfilment of specific marketing objectives. Sometimes advert-ising campaigns are carried out as stand-alone activities; more often they are partof a wider plan, which could include sales promotion, corporate identity, publicand industrial relations activities.Advertising manager Advertising administrationA manager or executive within an advertiser’s organization, with specific respons-ibility for the management of the organization’s advertising. This may soundtautological. However, this job is often confused with that of advertisementmanager – an entirely different animal with an entirely different job. The advertising manager is responsible for buying advertising on behalf of hiscompany, whereas the advertisement manager’s job is selling it on behalf of hispublisher. He, or she, runs the advertising department of the company; hires andfires the staff; plans and implements its advertising effort; calculates and preparesthe budgets for the approval of the company’s directors; appoints, briefs andliaises with advertising agencies and evaluates their output; commissions workfrom creatives, photographers, printers and exhibition contractors. In someorganizations, the advertising manager is called marketing services manager;sometimes publicity manager, particularly when he is also responsible for publicrelations.Advertising medium MediaThe advertising business comprises two main streams of activity: the message andthe medium. A medium is any means of communication that enables an advertiserto convey his message to target audiences. Hence, the press is a medium. So aretelevision, radio, exhibitions, cinema, posters, taxi-cab doors, bus and traininteriors, direct mail, directories, catalogues and the Internet. The plural of theword is media, often used, and abused, as a singular.Advertising package MediaWhen advertisement space is bought in groups of insertions rather than singlespaces, these are termed packages. The same applies to airtime, particularly radio,where spots are almost always bought in packages.16

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ADVERTISING RESEARCHAdvertising rates MediaThe cost of advertisement space and airtime, as shown in publishers’ and televisionand radio station rate cards.Advertising research Marketing researchThis activity includes:n pre-campaign research;n concept research;n copy testing;n media research;n mid-campaign research;n motivational research;n post-campaign research;n tracking studies.Pre-campaign researchTo determine the likely effect of advertising effort before any serious money isspent on it. Includes research into:n brand share;n consumer behaviour;n product use.Concept researchDetermining the most motivating copy themes and platforms before the creativespecialists get to work on building the campaign.Copy testingThe use of panels of consumers to assess press advertisement copy and visuals,TV and radio scripts and other creative effort. This takes place, of course, beforeany money is spent on production proper. The results either confirm the creativeteam’s judgement, or indicate how it can be modified to achieve the best chanceof success. Or scrapped.Media researcha. Evaluating the circulations or audiences of media during the media planningstage of a campaign.b. A form of research in which readers, listeners and viewers are studied. Theobjective is to find out who has seen or heard the advertising, and how many ofthem there are; then to evaluate their response to it.Mid-campaign researchQuizzing and discussing with panels of readers, listeners or viewers, while acampaign is in progress. Often, depending on the research brief, this is done by 17

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ADVERTISING SPACEinterviewing consumers in the street or in panels. For business-to-businesscampaigns, it is sometimes done by telephoning respondents during office hours.Motivational researchSeeks out the motives of people in relation to their behaviour. For example, whymothers buy toothpaste; why executives buy certain types of car.Post-campaign researchAs mid-campaign research, but after a campaign has ended. Useful for comparingthe results with pre-campaign and mid-campaign findings. Later, for matching themoney spent on the campaign with the product sales anticipated and actuallyachieved.Tracking studiesUsually carried out before a campaign breaks, then again after the campaign hasfinished. It seeks to compare the awareness of the brand at both ends of theresearch; the take-up of the product; consumers’ declared intention to try the brandcompared with the actual take-up; their knowledge of what the product is, and whatit does; awareness of the advertising, or selected features of it. There is a problem here. Although advertising does make marketing run, it isnot the only measure that does. Sales force effort, public relations, sales promotion,distribution and other marketing tools also influence the progress of marketingcampaigns and their results. Tracking studies are usually injected with controlfeatures, so that they are able to indicate with more accuracy the value of theadvertising effort.Advertising space MediaCommercially run newspapers and magazines devote some of their pages toadvertising. The revenue from this advertising space helps to pay their overheadsand make a profit for shareholders. From the advertiser’s point of view, the valueof advertising space depends on the ability of the publication to reach andinfluence closely defined target audiences.Advertising Standards Authority Advertising controlsThis is the independent organization that polices and regulates the advertisingindustry. It was set up by the industry itself to protect the public from misleadingand offensive advertising, and to protect the industry from unwanted legislation.It also administers and enforces the British Codes of Advertising and SalesPromotion (qv). According to their own statement, the Advertising Standards Authority promotesand enforces the highest standards in all non-broadcast advertisements in the UK.The Authority’s responsibility, and its Codes, cover:n advertisement promotions;n advertisements and promotions covered by the Cigarette Code;n advertisements in newspapers and magazines;18

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ADVERTISING STANDARDS AUTHORITYn advertisements in non-broadcast electronic media such as computer games;n advertising on the Internet;n advertorial;n aerial advertising;n brochures, leaflets, circulars, mailings, catalogues and other printed publi- cations containing advertising;n cinema and video commercials;n facsimile transmissions containing advertising or promotional material;n mailing lists, except for business-to-business;n posters, transport and other outdoor advertising;n sales promotions;n viewdata services.The Codes do not apply to broadcast commercials, which are the responsibility ofthe Independent Television Commission and the Radio Authority. The Authorityacts independently of both the government and the advertising industry. It operatesin the public interest, and in cooperation with the whole of the industry, byensuring that everyone who commissions, prepares, places and publishes advert-isements observes the British Codes of Advertising and Sales Promotion. Together,the Codes require that advertisements and sales promotions should be:n in line with the principles of fair competition generally accepted in business;n legal, decent, honest and truthful;n prepared with a sense of responsibility to consumers and society.The Codes are devised by the Committee of Advertising Practice. CAP membersinclude advertising, sales promotion and media businesses. The CAP provides afree and confidential copy advice service for the industry. If an advertisement or promotion breaks the Codes, advertisers are asked toamend or withdraw it. If they choose not to comply, a number of sanctions areavailable:n Adverse publicity. The ASA’s monthly reports contain details of complaint adjudications. These include the names of the advertisers, agencies and media involved. The reports are circulated to the media, government agencies, the advertising industry, consumer bodies and the public. Published cases receive extensive media coverage, and are also available through a fully searchable database on the ASA’s Web site.n Refusal of further advertising space. Media can be asked to enforce their standard terms of business, which require compliance with the Codes. They may decide to refuse further space to advertisers until the advertisement has been amended.n Poster pre-clearance. Posters that are the subject of upheld complaints on grounds of taste, decency and social responsibility may be subject to a compulsory two-year vetting procedure through the CAP Copy Advice team. 19

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ADVERTISING STANDARDS AUTHORITYn Removal of trade incentives. Advertisers and their agencies may jeopardize their membership of trade and professional organizations. This could result in the loss of financial and other trading benefits.n Legal proceedings. Ultimately, the ASA can refer a misleading advertisement to the Office of Fair Trading. The OFT can obtain an injunction to prevent advertisers using the same or similar claims in future advertisements.n Repeat offenders. Most advertisers who have complaints upheld by the ASA agree to remove their advertisements or make the required changes. However, there are companies that persistently break the Codes, and a special procedure is used to deal with them.Of the offenders dealt with since the procedure was set up, virtually all gaveassurances that they would improve. One was referred to the Office of Fair Tradingunder the Control of Misleading Advertisements (Amendment) Regulations 2000– the ASA’s legal backstop. This company subsequently agreed to amend itsadvertising. Once an offending company is identified, an assessment of its track record ismade. This determines the type of commitment the ASA needs to ensure theoffender will bring future advertising in line with the Codes. Sometimes a reminder about the Copy Advice service, and a commitment totake advice more often, is enough. In other cases, the ASA may insist on anundertaking to pre-vet future advertising. However, this happens only in the mostserious cases. After a commitment has been given, the ASA monitors the company’s advert-ising for a time, to ensure that it is keeping to its assurances. However, the bestway for this process to be avoided is for advertisers to observe the Codes in thefirst place, and maintain confidence in the system.Mail order and sales promotions complaintsAs part of its role in administering the British Codes of Advertising and SalesPromotion, the ASA investigates complaints from consumers about the non-receiptof goods, refunds and sales promotion offers. The advertisers need to be awarethat the Codes require that the delivery date for mail order transactions should beno more than 30 days unless otherwise indicated in the advertisement. If there is adelay in the fulfilment of an order and the customer wishes to be reimbursed, theadvertiser must provide a full refund. If unwanted mail order goods are returnedundamaged within seven working days, the advertiser must send a full refund tothe customer.Direct marketing list and database complaintsThe British Codes of Advertising and Sales Promotion regulate the use of personalinformation for direct marketing purposes. The direct marketing rules cover theobtaining, compiling, processing, management and use of personal informationfor the purpose of marketing products and services to the public through targetedand personalized mail. All complaints are investigated on the understanding that20

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AGENCY AUDITprevious direct requests by the complainants to the advertisers have provedunsuccessful. It is often not possible, however, to establish whether this is so.See Radio Authority, Independent Television Commission, British Codes ofAdvertising and Sales Promotion, CAP.Advertising strategy Advertising planningThe planning of an advertising campaign, complete in all its aspects, designed tofulfil a marketing brief.Advertorial MediaA term combining advertising and editorial. An advertisement written anddesigned to look like an editorial. Popular with advertisers in the past, and usuallyhighly effective in terms of response, this is today allowed only when headed bythe words ‘Advertisement’, ‘Advertisement feature’ or similar phrase. This isbecause the media fear that their readers will be fooled into believing that suchadvertisements really are editorial, and that products and services promoted in thisway are endorsed by the editor and publisher. The Advertising Standards Authoritypolices this policy and regulates the advertisers accordingly.Aerial advertising MediaAdvertising displayed from aircraft, airships or balloons. Two of the best-knownvehicles are the airships carrying the logos and slogans Dunlop and Fuji Film.Aeroplanes trailing banners and streamers are also used, though not now overurban areas. This is often to be seen at seaside resorts, where aircraft trail theirbanners along the shoreline several hundred metres out to sea. Hot-air balloonsoften display the logos of their sponsors. Some balloons are even designed torepresent sponsors’ packaging; balloons representing bottles of Coke and Pepsi,and cans of Virgin Cola, can be seen at rallies, for example.Aerosol PackagingA word used to describe a metal container, pressurized inside, which dispenses itscontents in the form of a fine liquid spray. Pressing on its actuator, usually at thetop of the container, releases the contents into the atmosphere. This definition isonly partly true; the spray itself is the aerosol, not the container.After-sales service Customer relationship managementTo fulfil the terms of a purchase contract, a supplier may be obliged to maintain aproduct in full working order after its sale to a customer. Many suppliers also offertechnical advice and support following a sale; usually by telephone or over theInternet. This is good customer relations, with a view to long-term loyalty andfurther sales in the course of time.Agency audit Marketing, advertising and PR businessChecks are often made by clients into their agencies’ and consultants’ performanceand business practice. Such audits can cover not only the efficiency and cost-effectiveness of agencies, but their probity as well. Clients may feel entitled to 21

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AGENTexamine the invoices of agencies’ suppliers, such as media, creative and product-ion, and the mark-ups made in their own invoices. Agencies and consultancieshave the option of refusing to submit to audits, but clients have the whip hand,and may be powerful enough to take their business elsewhere.Agent Advertising, Business, MarketingIn the usually-accepted sense of the term, an individual or organization represent-ing others, with their verbal or written consent. However, in the case of advertisingand marketing agencies, the word agent is a convention, rather than legal termin-ology. An advertising agency is actually a principal in business transactions. Eventhough an agency works for and carries out work and purchases for its clients,media, creative and production for example, these transactions are made asprincipals in the contracts, not as agents. Separate contracts are drawn up betweenthe agency and its clients for these activities. In cases of client default, as when anadvertiser goes into liquidation, suppliers have no recourse to clients for payment.The agency has to pay up.AIDA Advertising creativityAn acronym for Attention, Interest, Desire, Action. An important communicationdiscipline employed in creating advertisements and print. Advertising is not an artform: it is part of the tough business of competitive marketing communications. Adiscipline for creating those communications effectively is therefore vital. Thismay sound academic, possibly a little naïve, but it’s simple common sense. Those of us in the marketing communications business know that the arena wework in is not the supermarket, the chainstore or the showroom. It is not even thepress advertisement, the TV or radio commercial. Nor yet the leaflet, brochure orposter. It is the human mind. It is here that we get the reactions to marketingcommunications, advertising, public relations and sales promotion messageswe create and deliver. It is where the action that produces a sale begins to takeplace. AIDA is a discipline of progressive steps in the process of promoting a product,a service or an idea. It is an intellectual tool that helps you to achieve the levels ofunderstanding you need to write sales-winning copy and produce motivatingvisuals and dynamic illustrations. It also provides you with the levels of under-standing you want your target reader to achieve so that you achieve the responseyou want. As every successful salesman knows:A First, you must seize your reader’s, viewer’s or listener’s ATTENTION.I You must then tell him something important that appeals to his self-INTEREST.D You must arouse a strong DESIRE to try or buy your product; or send for your literature; or make an enquiry; or ask for a sales representative to call. Or all these things at different times. Your primary objective at this stage is get a decision in favour of your proposition, product or brand.A Finally, you must urge your potential customer to take the ACTION you want.22

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ALIGNMENTThis action must be in line with your marketing plans. For this reason alone, it isessential to plan your AIDA before you begin writing and designing any marketingcommunication. Why do we need this carefully structured thinking? Because theydon’t want to read it, look at it or hear it. Your job, of course, is to entice andseduce them into reading, viewing and listening to your promotional material –and with enthusiasm!See Conviction.Aided recall Advertising researchA multiple-choice interviewing technique during which interviewees chooseresponses to questions from a list.AIR Media, ResearchAverage issue readership.Airbrush Artwork, ProductionA studio tool for retouching and illustration work. Basically a spray gun, poweredby compressed air. The operator directs a fine spray of coloured ink or paint on tothe artwork or photoprint being prepared or retouched. In plate-making, anairbrush is used with an abrasive-like pumice to remove spots and other unwantedareas from the metal.Air date Radio, TelevisionThe date on which a radio or TV commercial is broadcast.Air-dried Paper, PrintPaper dried slowly in a warm current of air, or over skeleton drum dryers, not byconventional drying cylinders.Airtime Radio, TelevisionThe amount of time during which radio or TV entertainment or advertising isallocated or actually transmitted.Aisle RetailingIn supermarkets, the display cabinets, often called gondolas, contain products forsale. The passages between the gondolas are the aisles.À la carte agency Advertising businessAn advertising or marketing specialist company offering one particular aspect ofservice, eg creative services, is termed à la carte. This is in contrast to full servicemarketing and advertising agencies, whose services include media planning andbuying, marketing, public relations and sales promotion.Alignment Artwork, Desktop publishing, Production, TypographyThe positioning of type or graphics on a page, so that the horizontals and verticalsare accurate. 23

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ALPHA TESTINGAlpha testing Marketing, Product researchA technique for assessing the potential success of a product or service, done withinthe company or marketing organization rather than in the marketplace.Alterations Artwork, Desktop publishing, Type, Typography, Word-processingAmendments made to text after proofing. Sometimes called corrections. Wherethe typesetter makes a mistake, he pays for the alteration. Where the originator orauthor makes the mistakes, these are called author’s corrections, and the authorpays. Bearing in mind that it often costs £50 or more to amend a proof by even acomma, copywriters and authors beware.See Corrections.Alternative currencies MarketingFormats in which goods can be exchanged without resorting to actual money.These include trading stamps and redemption coupons, Air Miles and loyalty orreward scheme points. Most of these are based on the amount of money previouslyspent by the customer, accumulated by her, and later exchanged for discounts orgifts.AMA Marketing organizationsThe American Marketing Association.Amid matter Media buyingAn instruction to a media buyer to place an advertisement in a position surroundedby or adjacent to editorial. Sometimes termed within matter.Ampersand Desktop publishing, Typesetting, TypographyThe typographic short-form symbol for the word ‘and’ – &.Analysis ResearchThe reduction of complex data into smaller and simpler elements, capable of beingunderstood or worked more easily. An annual marketing plan, for example, maybe expressed in diagrams and charts of various kinds, so that finance and physicaltasks can be allocated more effectively.Anamorphic scan Artwork, Computer graphics, Studio workScanning a piece of artwork so that the width and height are not enlarged orreduced in proportion. The image is modified to produce an image taller andnarrower, or shorter and fatter, than the original.Angle Editorial, Journalism, Public relationsThe main basis and thrust of a story, giving it its identity and character. Journalists,and writers working in public relations, strive to find or create an angle for a story,especially where it does not constitute actual news. Human interest is often usedas an angle in a story, representing a benefit, crisis or predicament presented froman individual human perspective.24

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ANNUAL REPORT AND ACCOUNTSAngle Film, Photography, TelevisionThe camera’s view of a photographic shot; high angle, low angle, and so on. Theterm is used to describe the act of facing a camera in a particular direction.Anilox Print technologyIn flexographic printing, the etched or knurled steel roller, which transfers ink tothe printing substrate. The anilox surface is a regular pattern of cells.See Flexography.Animatic Advertising, Film, Television commercials, VideoA pre-production technique, in which a commercial is presented to the clientwithout incurring the mega-pound expense of an actual production. A sequenceof illustrations is prepared, showing the progress of the commercial, and shot on avideo camera. The illustrations usually follow the script and storyboard (qv). The client canthen see what the commercial will look like, more or less. Sometimes, audiotapeis employed for any accompanying music and sound effects. Many producersdislike animatics, since they do not present the full production values of the realthing. However, some advertisers with a spark of imagination like them, if onlybecause they also save money.See Storyboard.Animation Artwork, Film, TelevisionA technique for film-making, using individual frames photographed on film. Theseare drawn by hand or generated by computer. When projected at 24 or 25 framesper second, the effect on screen is an optical illusion of movement. The humaneye and brain cannot resolve the individual frames projected at speed, andtherefore blends them into smooth and seamless action. Snow White and the SevenDwarfs was the first major commercial animation production.See Cell.Annual Media, PublishingA publication issued once a year. Annuals vary from yearbooks published byacademic, learned and special-interest groups, to reference books and directories.Marketing industry annuals include the Marketing Manager’s Yearbook, Advert-iser’s Annual (the ‘Blue Book’) and The Creative Handbook.Annual report and accounts Business, Corporate communications, Public relationsA document issued by an organization showing its performance during the year inquestion. There is a legal requirement to produce the financial information; mostcompanies also give corporate performance data, and projections for futureperformance. Many organizations create their annual reports with promotion inmind, and consider them part of their public relations effort. Many annual reportsare lavishly illustrated in full colour, mainly to appeal to current and future 25

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ANONYMOUS TESTINGshareholders and investors. Some companies also issue special versions of theirannual reports for employees, in the interests of good industrial relations.Anonymous testing Marketing research, Product researchA form of competitive product testing in which different products of similarcharacter are evaluated anonymously. This usually takes the form of anonymousor blank packaging. The idea is that the testing panel is able to assess all productsbeing tested based on their differences and similarities.Ansoff matrix Marketing planningA format used when considering the relationship between marketing strategies anda company’s general business strategy. It is expressed as a diagrammatic box offour cells, highlighting market penetration and development, product developmentand diversification. This allows consideration of the various permutations that canexist in new and existing markets, and new and existing products.Answer print Television commercials, post-productionA check print of a commercial after colour grading (qv). Release prints are pro-duced when the director approves the answer print.Antique Paper, PrintA high-quality, opaque, bulky paper grade, with a rough surface finish. It is madeas deckle or straight edged, in various colours, laid or wove. It is characteristicallyan excellent printing surface; often used for expensive print, such as corporateliterature.See Laid, Wove.‘A’ paper sizes Print, ProductionThe international standard for paper sizes. The basic unit of this standard is thesquare metre, dubbed A0. The sizes then run in descending order, correspondingto the way the paper is folded or cut. All the folded sizes have the same pro-portions, 1:1.414. Curiously, the higher the A number, the smaller the paper size.For example: Sheet size Millimetres A0 1,841 × 1,189 A1 594 × 841 A2 420 × 594 A3 297 × 420 A4 210 × 297 A5 148 × 210 A6 105 × 148 A7 74 × 105 A8 52 × 74See Paper sizes.26

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APPLICATION SERVICE PROVIDERAperture Photography, ReprographicsAlso termed a stop. The size of a lens diaphragm opening, through which lightenters a camera to reach the film. Apertures are usually given in a series, precededby the initial f; for example, f1.8, f2, f2.8, f4, f5.6, and so on. These figures, givenequal illumination, give inverse degrees of exposure in geometrical progression.The higher the figure, the smaller the aperture. Thus, f2 admits more light than f4.The figure f2 also indicates that the diameter of the aperture is half the focal lengthof the lens.Apochromatic Photography, ReprographicsA photographic, colour-corrected lens, which focuses blue, green and red in thesame plane.Appeal Marketing communications, Product marketingThe quality of a promotional message designed to satisfy the customer’s needs,wants or aspirations. Careful research is needed before committing such ideas tocreative treatment. The same applies to the concept, creation and marketing of aproduct, especially its packaging.Application Communications technology, Information technologyA computing task to be carried out on data, using appropriate software. Anapplication program is a specific set of instructions dedicated to operating thecomputer in carrying out the application. Often, these programs are givenincomprehensible names. ‘Word’ seems a reasonable name for a word-processingapplication program; ‘WordPerfect’ is even better. However, ‘PowerPoint’ and‘Access’ could apply to anything. Application software is different from operatingsoftware, which controls the environment of a computer, or controls server ornetwork operations.Application service provider E-commerce, Information technology, Internet activityA company specializing in the management and delivery of software applicationsfrom a data centre, to client users across a wide area network. This can best bedescribed as ‘software delivered as a service’. Client organizations can rent accessto the software through Web technology, rather than own it, for ad hoc, monthlyor pay-as-you-go fees. The main benefits to clients are:n appropriate cost savings;n minimum use of the client’s own IT resources;n predictable future costs;n reduced initial investment;n reduction in implementation times and associated problems;n the possibility of fast up-grading and up-scaling. 27

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APPRECIATIONAppreciation Business, MarketingThe rise in value of a business asset. This can apply to a company’s capitalequipment as well as to its products, its marketing track record and its goodwill.The more successful a company gets in marketing its products and services, thegreater the appreciation of its various assets.Appropriation AdvertisingThe allocation of money for marketing activity. This includes its various individualelements, such as advertising, public relations, sales promotion and other parts ofthe marketing mix. The term is commonly applied to advertising budgets.APR Advertising, Business, MarketingAnnual Percentage Rate. A figure given by banks and commercial companies, inrelation to interest rates charged on financial transactions. In UK law, this figuremust be quoted in such statements, and in the advertising of products and serviceswhere finance is offered.APR Communications technology, Information technology, Print, Studio workAutomatic Picture Replacement. A low-resolution picture is placed in the file whenthe page is RIPping. The RIP substitutes the low-resolution picture for thecorresponding high-resolution one.See Raster Image Processing.Arbitrary budgeting Advertising financeThe calculation of an advertising budget without taking into account the specificobjectives, costs, risks and prospects of the campaign to be carried out. Thishaphazard method is still used by companies under autocratic management. Thestrange thing is, where there is outstanding flair and business judgement withinsuch management, arbitrary budgeting sometimes works; but it needs luck as well.Architecture Business communications, E-commerce, Information technology, Marketing communicationsUsually refers to the design or organization of a computer’s central processing unit;often, to the hardware and logical organization of a complete computer system.This is always an important consideration in the selection of computers formarketing and other business communications. In these cases, a computer’sarchitecture needs to support multiple, complex operations, vast amounts of data,often conveyed over long distances to huge numbers of recipients.Area composition E-commerce, Information technology, Internet activity, Studio work, Web page designThe composition of Web pages, so that as many elements as possible are in place,to reduce or eliminate page make-up.28

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ASAArt Studio workAny visual element, whether photograph, illustration, drawing, lettering, graph,chart or pictogram.See Artwork.Art buyer Studio personnelA manager or executive responsible for commissioning and buying artwork,photography, retouching and other art speciality work.Art director Studio personnelCurrently, the term applies to an art design specialist responsible for producing oradapting creative ideas in visual form. The idea may start as a marketing oradvertising brief, a piece of copy, or an original piece of thinking by the artdirector. Years ago, this job was called commercial artist. As the salaries went up,so did the job title. The next title was visualizer. Again, the money and the statusrose, and art director was the result. The work itself has changed but little, althoughthe technology has changed a great deal. An art director is not necessarily amember of a board of directors, though many art directors skilled at administrationdo become creative directors.Artificial obsolescence Business, Marketing strategy, Product managementA technique for inducing consumers to buy the next generation of a product orservice. The existing product is superseded by making changes in design, increas-ing some of the essential or useful features, or simply changing the colour. Theexisting product is rendered out of date, or unfashionable, and the only thing theconsumer can reasonable do is buy the new one. This technique can be observedat work in the marketing of computers, cars, insurance, fashion, food and toys.Art paper Print, ProductionPaper stock coated with china clay or similar substance, given a smooth surfacefor printing of the highest quality. Traditionally, art paper refers to wood-free,coated papers with a highly polished surface; and to matt coated stock. The betterthe surface presented to the printing plate, the higher the quality of the finishedproduct.Artwork Artwork, Print, Production, Studio workOriginal material prepared for reproduction in print, at pre-film stage. The basisof artwork is graphics, illustrations and photography. ‘Complete artwork’, ‘artworkready for camera’, and ‘camera-ready artwork’ includes typeset text. It impliescomplete material ready for making film and printing plates. At this stage, it alsoimplies that no more material is to be added.ASA PhotographyAcronym: American Standards Association. A universally accepted measure oflight-sensitivity of photographic film; the ‘speed’ rating of film stock. The higherthe ASA figure, the ‘faster’ the film-speed, and the greater its sensitivity to light. 29

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ASBOF The speed of film stock determines the aperture of the lens and exposure time.For example, in bright light, a fast film needs less exposure; a slow film needsmore. If you are filming in low light conditions, an auditorium or a cave perhaps,you will need film stock with a high ASA rating, and probably a wider lensaperture. Maybe a slower shutter-speed as well. If you are filming at Le Mans, andneed to capture fast-moving vehicles as they go by on the track, you will definitelyneed fast film and high shutter-speeds. On the other hand, if you are covering agarden party on a brilliantly sunny day, and are aiming for sharp portraits, considera slower film, wider apertures and slower shutter-speeds. Advice: there’s a vastliterature on photography and photographic materials.See Film speed, ISO.ASBOF Advertising controlsAcronym: Advertising Standards Board of Finance. An arm of the UK Advert-ising Standards Authority, dedicated to raising funds for the running of theAuthority’s activities. It does this by imposing a levy on display advertising in thepress and other non-broadcast media.Ascender Desktop publishing, TypographyIn type, the part of a lower case character rising above the ‘x’ height. Thecharacters affected are b, d, h, k and l.See Descender.ASCII Information technologyAcronym: the American Standard Code for Information Interchange. Acomputer code that assigns a binary number to each alpha-numeric character. Itdoes the same with non-printing characters used for controlling printers and othercommunication devices. ASCII text means straight text without formatting, thecommon basis of e-mail communications.‘A’ series Paper sizes, PrintThe international ISO range of sizes for paper and board.ASP E-commerce, Information technology, Internet activityApplication Service Provider (qv).Aspect ratio Desktop publishing, Print, Production, Television, TypographyThe vertical to horizontal ratio of a TV screen or sheet of paper. The domestic TVscreen ratio is 3:4; that is, 3 high to 4 wide. Some of the new wide screens areratio 3:7 or the current European 9:16; others have an even greater aspect ratio.Aspiration level ResearchThe height to which consumers are judged to aspire when considering the purchaseof a product or service. The aspiration is bound up in the ownership of the product,rather than its purchase. Sometimes the aspiration can be tapped by featuring the30

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ATTACHMENTprice of a product, such as an expensive car. Parking such a car outside your housemay help to give you the status or prestige you aspire to.Asset rich families Campaign planning, Marketing researchA group in Experian’s financial classification system, Financial Strategy Segments(FSS). Built on MOSAIC and Pixel segmentation systems, FSS classifies the UKpopulation by 7 broad groups and 31 financial types, covering the full financialspectrum. The complete list of groups is:n asset rich families;n equity accumulation;n grey lifestyles;n money worth managing;n parental dependency;n small time borrowing;n welfare borderline.See Financial Strategy Segments.Asymmetric Digital Subscriber Line Internet communicationsA system for high-speed access for home Net users. It allows access at between10 and 40 times normal speeds using a standard telephone line. Usually referredto by its initials ADSL.Atmosphere MediaSometimes called editorial climate or entertainment climate. The environmentof print or broadcast medium being evaluated as a suitable vehicle for advertising.Thus, the Daily Telegraph has a different ‘atmosphere’ from the Sun; and Channel4 from Channel 5. The differences are most marked among commercial radiochannels.Atmosphere RetailingThe deliberate deployment of furniture, lighting, decor and other elements withina store so that they impact in a pre-planned way on customers. This can be relatedto the character of the store, or to the character of its customers. Some atmospheresare designed to hurry customers through the store and through the checkout; otherscan encourage customers to browse and buy more products while they are doingit. Such techniques can even influence customers in the quality and price of theproducts they buy.Attachment Communications, Information technologyA file transferred together with an e-mail message. It can be of any type, such astext, graphics, advertisement, print file, picture, spreadsheet, slide-show, movie oranimation. Caveat: computer viruses and worms are transferred in attachments;anti-virus protection is therefore essential, at both ends of the transmission. 31

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ATTENTION SPANAttention span Media, ResearchThe length of time an individual will concentrate on a particular subject. Researchmay reveal how long a reader can be induced to concentrate on a particularadvertisement in a newspaper. Television soap operas seem to suggest that theattention span of viewers is very short. The average length of a scene, particularlyamong the Australian soaps, is about 45 seconds.Attention value Advertising researchIf it is to have any impact, a press advertisement needs to attract and hold theattention of the reader. The extent to which an advertisement can do this can bequantified. A technique known as The Starch Model, devised in the USA byDaniel Starch, measures the effectiveness of advertisements using a structuredchecklist. From this, the actual page traffic of readers, and the effectiveness ofadvertisements, can be calculated.Attitude Consumer behaviour, Marketing researchThe mental standpoint of individuals on a subject, object, concept or proposition.This can reflect positive or negative thinking on that subject, and may indicate theaction or reaction that may follow. It may also indicate a state of indifference incustomers’ minds towards a subject or proposition.Attitude research Marketing researchResearch into individual attitudes towards an organization and its products. Thisis often done by group discussions under the direction of trained specialists. Focusgroups are a current popular method of revealing attitudes to organizations,products and services, and to political concepts.Attributes MarketingProduct features and consumer benefits are not the same. This is because themotives of producer and customer are different. From the producer’s point of view,sales may be paramount, and products designed with appropriate attributes orfeatures to achieve this. The consumer, on the other hand, is usually looking forbenefits, personal, family or corporate. To encourage purchase, the producer musttherefore concentrate on benefits to the consumer, and ensure that the product’sattributes help to fulfil this objective.Attributes Desktop publishing, TypographyThe variations in the character of typefaces. These include regular, medium, light,heavy, bold, semi-bold, extra bold, ultra, extended, narrow, condensed, italic andbold italic.Attrition process MarketingThe loyalty of a customer to a company, product or service may be gradually wornaway by competitive activity, especially when the competition’s offerings are moreappealing, attractive or cost-effective. The process of attrition can also occur under32

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AUDIO-VISUAL SALES AIDSpressure from competitors’ advertising and sales promotion. Stages in consumerlife cycle often influence loyalty, as with cars, fashion, travel, holidays and leisurepursuits.Audience flow Media, ResearchDuring a television transmission, the extent to which the viewing audienceincreases or decreases.Audience research Media researchA form of advertising research for campaign planning. It is usually concerned withinvestigating the characteristics of print and broadcast media, mainly for audiencestatistics. For print media, circulation, readership, demographics, costs andproduction data. For broadcast media, quality, quantity, demographics, lifestyleand costs; production costs are considered separately.Audiences Marketing, MediaGroups of individuals selected by marketers as targets for products and promotionalcampaigns. This choice is usually refined by the ability of audiences to respond inthe way the marketer requires. Thus, audiences in social grade A may be primetargets for Rolls-Royce; grades D and E may not be. This distinction influencesthe marketer’s selection of media used for reaching specified target audiences.See ACORN.Audio Advertising, Cinema and television commercialsAdvertising writers’ jargon for the sound or dialogue column of a script orstoryboard.See Video.Audio-visual PresentationsA combination of sound and vision techniques used in presentations. Theseinclude:n CD and CD ROM output;n computer-generated images and sound;n film;n music;n sound effects;n sound tracks;n transparencies;n videos.Audio-visual sales aids In-store merchandising, Sales presentationsTechniques and equipment used by retailers and sales personnel for demonstratingproducts and services. In-store sales aids usually comprise stand-alone video units,demonstrating products on sale in the store, using endless video loops. This enables 33

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AUDIT BUREAU OF CIRCULATIONSthe demos to run non-stop throughout the day. A/V sales aids also enable salesdepartments to demonstrate products and services at remote locations. In the caseof fork-lift trucks and other heavy equipment, it may be uneconomical, undesirableor impossible to take the equipment to the potential customer. It would be morepractical for sales staff to take a video and use it to demonstrate the product; orhave the video delivered ahead of a sales call.Audit Bureau of Circulations Media research and planningAn independent organization dedicated to auditing the circulation figures ofnewspapers and magazines. The figures issued by the bureau accurately representthe number of copies actually sold. It also monitors exhibition attendance. The certificates of circulation issued by the bureau are trusted by media owners,advertisers and agencies, and used as a true basis for comparison among mediacompeting for advertising money. Circulation should not be confused withreadership. The ABC was founded in 1931 as a non-profit organization, by the forerunnerof the Incorporated Society of British Advertisers (ISBA) (qv). This was done inresponse to concern shown by advertisers and publishers about false represent-ations and claims made by some unscrupulous publishers. Since then, the publicity industry has recognized the ABC as the UK’s onlyindependent system for confirming the circulation credibility of the press. TheABC claims to be the country’s only independent system for the validation ofcirculation and exhibition attendance data. It ensures that its members’ figures areaccurate, objective and comparable. In this way, it helps media owners and buyersin the effective selling and buying of advertising space. Today, the ABC is run bya full-time staff, governed by a general council of permanent and elected members,representing advertisers, agencies and publishers. The ABC Council has 28 seats. The five permanent representatives comprisethe chief executives of the Institute of Practitioners in Advertising, the ISBA, thePeriodical Proprietors’ Association, the Newspaper Society and the NewspaperPublishers’ Association. The remaining seats are split between representatives ofmedia-owner and media-buyer member companies, elected every two years. ABC’s staff include inspectors and auditors, responsible for certifying auditreturns. They visit publishers’ offices to check that the audit rules and proceduresare adhered to, and to provide circulation advice to existing and potential members. The ABC has three main divisions: the Consumer Press Division, the Business-to-Business Press Division and Verified Free Distribution (VFD). The ABC’sConsumer Press Division administers national newspapers, paid-for regionalnewspapers, consumer magazines and specialist journals, international and worldregional newspapers. The Business-to-Business Division administers businessmagazines, annual publications and directories; and exhibitions, for which thevalidation of audited attendance is carried out.See Circulation, Controlled circulation, Penetration, Profile, Rate card, Reader,Readership, Television rating points, Verified Free Distribution.34

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AWARENESSAugmentation Marketing planningAdding extra features or benefits to a product or service, which do not actuallyform part of the product itself, to increase its appeal or attractiveness. Suchmeasures include after-sales service, guarantees and warranties, free installationand online support.Autocue Conferences, Presentations, TelevisionA prompting system used by presenters and speakers. On a public platform, thiscomprises two small transparent glass or plastic screens either side of the speaker.The speaker’s text is projected on both screens simultaneously, a few lines at atime, and invisible to the audience. The text is scrolled up by an operator out ofsight of the audience. This enables the speaker to read and voice the speech withoutconstantly resorting to notes on the lectern. The speaker can turn to right and left,seemingly looking at the audience, but actually looking at the autocue. Intelevision studios, the autocue is a monitor screen mounted on the camera dollynext to the camera in front of the presenter. The text is displayed a few lines at atime, and scrolled up at the presenter’s speaking pace.Availability Media planningWhere advertising space in a newspaper or magazine is free for booking into, it issaid to be available. The same applies to advertising slots in broadcasting airtime.The dates and times of publication and transmission need to be specified.Average cost pricing Marketing planningA procedure for calculating the average cost of a product or service, based on itsprice across the whole product range.Average frequency Media planningA technique for calculating the average number of opportunities for audienceviewing of a television commercial, or radio listening audience. This is based onthe gross cumulative audience divided by the net cumulative; or, gross reach overnet reach. In radio audience research, weekly reach is defined as the number inthousands, or as a percentage, of the UK/area adult population who listen to astation for at least five minutes in the course of an average week.Average issue readership Media planningA technique for calculating the number of people who read an average issue of apublication. Circulation is based on an entirely different system.See ABC.Awareness Marketing communications techniquesA prerequisite for establishing brands and other concepts in a marketplace.Advertising, sales promotion and public relations techniques are used for placinga brand or corporate name in the minds of appropriate target audiences. Research 35

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AWARENESSis used to measure the effectiveness of such campaigns; sales or enquiry figuresshow similar results, based, as always, on the objectives. As an example, FirstDirect launched its UK home banking services with a substantial advertisingcampaign. Awareness in its target markets went from 0 per cent to 37 per cent inthe first five days, and to 58 per cent after four months.36

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BbB2B Advertising, Marketing, Public relations, Sales promotionAdvertising and editorial jargon for business-to-business (qv).BACC Television advertisingThe Broadcast Advertising Clearance Centre in London.Backbone PrintAlso termed a spine. The back of a bound publication connecting the two covers.Back checks Research quality controlA routine for following up research interviews, so that the extent to whichinstructions have been followed can be evaluated.Back cover Advertising, Media buyingThe final page of a newspaper or magazine. These pages almost always cost morethan the inside pages of the same publication. This is based on the school ofthought which states that readers give more attention to the back cover than otherpages. However, another school states that a magazine can as easily fall face up asface down. Publications also usually charge higher rates for inside front and backcovers. You will, of course, be well advised to find independent research on thesubject, or conduct your own, before investing your company’s money on coveradvertising.Background Marketing briefInformation about a company, organization, product, service or individual, whichhelps those being briefed to understand the current situation. This is one of thebuilding blocks of efficient marketing campaign planning effort, and part of theevaluation routine summarized by the mantra:Where are we now?How did we get here?Where do we want to be?How do we get there?Background Advertising campaignsElements of an advertising or brochure layout taking a subsidiary role in its visualpresentation. These can be colour, white space, tints or textures. Their function is 37